15 May 7 Ways to Improve Your Landing Page Copy
Landing pages are one of the most important parts of your website. When a potential client is searching for your particular service or product, it’s the landing page and the copy that goes with it that is one of the first things to grab their attention and encourage them to convert.
The sad reality for most businesses is that their landing pages fail to convert. So although your website’s design may be beautiful and attract large amounts of traffic, you may not be seeing the desired boost in your conversions. This is because your website’s ability to convert is directly affected by the quality of your copy. So to make your landing pages more valuable for your business, it only makes sense to start with the copy.
Here’s 7 ways you can improve your landing page copy and start increasing your conversions today.
1. Show, Don’t Tell
One of the biggest mistakes businesses make with landing pages is having too much copy rather than simply concisely outlining their benefits. Don’t make it hard for your customers to figure out what exactly you can do for them.
Making your potential clients visualize the benefits of your product are sure fire ways to turn visitors into customers. Rather than a list of lofty promises, skip the extended verbiage and instead sell them the end result. The only thing standing in between your potential customer and the desired end result is their own willingness to convert.
2. Tailor Your Copy. It’s About Them, Not You!
Many businesses get caught up with talking about themselves: where they came from, how they were formed, what they offer. They lose focus of the fact that all a client really wants to know is what you can do for them. So although you may know what you do back to front, how are businesses supposed to target their copy to their consumer’s needs, without potentially alienating others?
Firstly, identify your customer’s persona and where they are in the sales funnel. When considering this, think of the one question that they would have about your business. Once you have this clearly hypothetical persona identified, simply answer their question and provide your solution.
A ‘one size’ fits all approach won’t effectively convert customers. If you find that your copy is still too generic, it may be worth reconsidering your segmentation and diversifying your landing pages.
3. Consistency Is Key
Branding and messaging are the two cornerstones of a company’s identity, so make sure they feature heavily in your landing page copy. Your tone of voice, design and branding builds a sense of familiarity and trust. This trust goes a long way when you are trying to convince people to believe the benefits of your ‘end goal’. This applies to both new and return visitors—any inconsistent branding will be jarring to existing clients and may even affect your credibility.
4. Simplify, and Then Some…
The copy on your website is akin to an elevator pitch. Keep it short and sweet, even snappy. You want your copy to hold your visitor’s attention span, not bore them into submission. You may feel the need to explain all your amazing benefits in great detail, but all they will hear is a desperate sell that has zero relevancy to them.
Short copy always does the trick. Don’t waste their time—internet users have a limited attention span, and if they can’t easily skim over your copy they’ll likely think you’re not worth the effort.
Make your copy easy to understand, relate to and convert with. If you have forms on your website, don’t get greedy with your data fields—it’s not a market research exercise. The same rule applies to shopping cart check outs—you want to make the users exchange with you as quickly and as easily as possible.
5. Elicit an Emotional Response
While you may think it’s best to remove all emotion from your copy in order to remain professional, more often than not this is the worst thing you can do. Non-emotional copy will only serve to alienate you with your consumers.
You can easily retain a professional undercurrent, whilst still eliciting an emotional response. This type of response heightens your customer’s attention and helps to contextualise your businesses. Compelling copy is the aim of all landing pages. Creating this compelling story is often best done through relating to your customers own context.
What do your customers want to achieve, fix or obtain while on your landing page? What has led them to want to do this? Where have they come from? There’s obviously a story that brought them to this point. Capitalise on this narrative by becoming a ‘conclusion’, using benefit led language. This will act as a compelling motivator for the consumer, eliciting the same sense of relief or resolution that will come from doing business with you.
6. Be Conversational
People love lists. They’re a clear and orderly way of presenting information, which is why they are frequently used in landing page copy. Although lists can be a very effective technique, they can also be abstract and disjointed, sometimes to the detriment of a compelling argument.
A conversational or narrative structure, perhaps with rhetoric questions, helps to establish and create a customer connection. This can be achieved with lists, so long as they’re cohesive and the language used has a personality. You don’t want to create an objective list of pros and cons, but rather speak directly to the customer in a way that only conversational copy can.
While conversational copy can be difficult to achieve, dynamic personalization software is making it possible to alter copy or landing pages specific to a user’s personal data profile, location or browsing history.
7. Lastly, Be Compelling and Reassuring
As mentioned previously, conversational copy is equal parts compelling and extraordinary in driving conversions. You also need to reassure customers by easing any potential doubts a customer may have by establishing your credibility by using testimonials, displaying security seals and promoting social media profiles.
Whatever doubts your client has or may be commonplace in your industry, they need to be automatically dispelled by your copy. Make sure you challenge any doubts directly so you can adjust any common misconceptions.
There you have it—seven tried and tested ways to increase your conversion rates and drive your sales by simply editing your landing page copy!
This article was contributed by Magicdust, a web design company and Web developer Sydney businesses rely on for effective landing pages that convert.